Promoting Tourism and Economic Growth: The Nebraska Tourism Commission

The Nebraska Tourism Commission plays a vital role in attracting visitors and boosting the state’s economy. As an agency dedicated to promoting tourism statewide, the Commission utilizes marketing campaigns, strategic partnerships, and impactful initiatives to showcase Nebraska as a premier travel destination.

A Brief History of the Nebraska Tourism Commission

The Nebraska Tourism Commission was established in 1967 to promote tourism to the state. Its formation was spurred by a need to compete with Colorado and other states actively vying for tourist dollars. The Commission was tasked with showcasing Nebraska’s unique attractions, events, and hospitality offerings to potential visitors.

Over the past five decades, the Commission has grown into an influential organization with a mission to “grow Nebraska through tourism.” It is governed by a nine-member board appointed by the governor. The Commission employs over 40 staff members and has an annual budget of approximately $7 million.

Some key milestones and achievements in the Commission’s history:

Launched the “Nebraska. Honestly, it’s not for everyone” campaign in 2014, which brought edgy humor to promoting the state.
Partnered with the National Park Service in 2019 to promote scenic attractions like Chimney Rock National Historic Site.
Expanded advertising into new markets like Dallas, Denver, and Minneapolis to target road tripping families.
Helped drive tourism growth in Nebraska, with visitor spending rising from $3.4 billion in 2010 to $5.6 billion in 2020.

The Commission’s Goals and Focus

The Nebraska Tourism Commission’s overall mission is to grow visitation and travel expenditures in the state. Some of its specific goals and areas of focus include:

Increasing first-time visits to Nebraska – The Commission targets potential travelers who have never visited the state before through marketing campaigns and partnerships.
Promoting key attractions and locations – Areas like the Sandhills, Omaha, Lincoln, and the Oregon Trail are highlighted in tourism campaigns.
Supporting growth of tourism businesses – The Commission provides resources, training, and grants to new and existing tourism businesses.
Encouraging visitor dispersion – Getting travelers to visit less populated areas and stay longer is a priority.
Measuring and optimizing impact – Data on website traffic, ad engagement, and visitor numbers informs the Commission’s strategy.

Key ongoing initiatives include website upgrades to provide an immersive visitor experience, partnering with influencers and content creators to spotlight attractions, and promoting farm stays and agritourism through its “Nebraska. Honestly, it’s too nice to just visit once” campaign.

Driving Tourism Dollars and Growth

The Nebraska Tourism Commission has played an instrumental role in the growth of tourism and its economic impact in Nebraska over the past 15 years.

Since 2006, the number of visitors to Nebraska has risen from 4.7 million annually to 7.6 million in 2021. Visitor spending has nearly doubled in that timeframe, from $3 billion to $5.6 billion.

The tourism industry supports over 47,000 jobs in Nebraska, generating $395 million in state and local taxes.

Some examples of the tourism growth driven by the Commission’s efforts:

“Nebraska has it all” campaign helped boost Lincoln’s visitor spending 25% in 2019.
Promotion of craft breweries, distilleries, and wineries has spurred “beverage tourism.”
Visitation to attractions like Chimney Rock and Fort Robinson is up thanks to partnerships.
North Platte’s years of tourism growth have been aided by Commission-backed campaigns and training.

As John Doe, President of the Nebraska Tourism Industry Association notes, “The Commission’s tireless promotion has been crucial for tourism to thrive statewide…They’ve helped our industry grow and provide economic benefits to so many communities.”

Promoting the Good Life Through Innovative Campaigns

One of the Nebraska Tourism Commission’s strengths has been crafting creative, engaging marketing campaigns over the years. These campaigns have helped shape perceptions of Nebraska and grab travelers’ attention.

A few memorable and impactful campaigns include:

“Visit Nebraska. Visit Nice.” (2010) – This campaign took a lighthearted approach to counter perceptions that Nebraska is boring or uninteresting. Billboards and ads featured tongue-in-cheek slogans like “Detour from reality this way” and “Biggest pool in the country. Fills with fun, not water.”

“Life blooms in Nebraska” (2016) – Focused on natural attractions like botanical gardens, state parks, and the Arbor Day Farm. The lush photography made Nebraska an unlikely horticultural haven.

“Nebraska. Honestly, it’s too nice to just visit once” (2022) – A follow-up on the popular “honestly” campaign, showcasing the array of unique offerings worth repeat visits.

#NebraskaThroughMyEyes (2020) – This social media campaign enlists influencers on Instagram, TikTok, and YouTube to capture authentic experiences. It has garnered over 250 million impressions in two years.

These promotions have helped shift impressions of Nebraska from a flyover state to a desirable destination. Clever messaging piques curiosity while beautiful visuals depict the state’s charm.

Overcoming Challenges Facing the Tourism Industry

While tourism in Nebraska thrives thanks in large part to the Commission’s work, there are still challenges in growing the industry.

Attracting visitors to central and western Nebraska – outside main hubs like Omaha and Lincoln – has been an ongoing effort with mixed results. The Commission continues to partner with rural communities to boost promotion and infrastructure.

Budget constraints and debates over state funding have impacted some initiatives. For example, budget cuts in 2019 led to reduced marketing in Iowa and Illinois. The Commission must also battle perceptions that taxpayer dollars should not fund tourism campaigns.

Maintaining affordability while enhancing amenities is another balancing act, especially for small towns wanting to draw more travelers and revenue.

Controversies like former Commission head Kathy McKillip resigning amidst allegations of inappropriate spending have presented PR challenges as well.

Still, the Commission has proven adept at finding creative solutions to these issues, from mobile visitor centers to showcase rural attractions to transparent accounting of its budgets.

The Outlook for Tourism in Nebraska

Looking ahead, prospects seem bright for Nebraska’s tourism industry to continue its upward growth aided by the Commission’s work.

Some trends that could impact tourism in coming years:

Agritourism, farm stays, and culinary tourism gain popularity.
National parks and protected lands draw new visitors.
Younger travelers seek out unique experiences like asteroid chasing.
Cities and towns invest more in developing attractions and pedestrian-friendly infrastructure.

The Commission will play a key role in helping Nebraska communities capitalize on these trends. Its strategic plans forecast visitor spending growing to $6.5 billion by 2025.

Future promotional initiatives will harness emerging technologies like virtual reality and target fast-growing markets including LGBTQ and international travelers. The Commission also aims to expand non-peak season events and enhance tourism resources for small businesses.

Why the Nebraska Tourism Commission Matters

In its over 50 years of operation, the Nebraska Tourism Commission has served an invaluable function in shining a spotlight on the state’s hidden gems and welcoming visitors. Through smart marketing, impactful partnerships, and data-driven strategies, the Commission has significantly grown Nebraska’s tourism industry and economy.

For communities seeking to attract more travelers, the Commission provides vital training, research, and resources to boost local infrastructure and offerings. Tourism supports thousands of jobs and small businesses thanks to the Commission’s ongoing efforts.

While challenges remain, the passionate team at the Nebraska Tourism Commission has proven it can adapt to meet changing traveller needs and help even more communities prosper. The Commission will continue its important work to showcase the best of Nebraska and deliver memorable experiences to visitors from near and far.

Key Leaders Who Shaped the Nebraska Tourism Commission

The Nebraska Tourism Commission has benefited from visionary leadership over the decades. A few influential directors and board members who left their mark include:

Kathy McKillip (Director 1999-2018)

McKillip spearheaded major initiatives like developing the Commission’s first 5-year strategic plan and launching the VisitNebraska.gov website. She placed emphasis on marketing partnerships and positioning Nebraska as a premier tourism destination. Under her tenure, visitor spending grew from $2 billion to $5 billion.

Sally Ganem (Board Chairwoman 2005-2011)

As board chairwoman, Ganem advocated for expanding the Commission’s marketing budget and bringing on more international marketing representation. She helped develop the Commission’s successful social media strategies starting in 2008.

Bob Harris (Director 1980-1999)

Harris focused on emphasizing Nebraska’s natural attractions in marketing materials during his nearly 20-year tenure. He launched influential campaigns like “Sandhills Journey Scenic Byway” to boost agritourism.

Jim Manhart (Board Chairman 2011-2016)

Manhart helped secure additional state funding for new welcome centers. He also advised expanding marketing beyond neighboring states to reach the global tourism market, especially Japan and China.

Key Partnerships Driving Tourism Growth

Strategic partnerships have been crucial for helping the Nebraska Tourism Commission extend its reach and engagement. Collaborating with organizations statewide allows broader promotion of events, attractions, and local businesses.

A few valuable partnerships include:

Nebraska Hotel and Lodging Association – Joint promotion of overnight packages and inclusion in destination guides. Also, co-sponsorship of the annual Nebraska Tourism Conference.

Nebraska Craft Brewers Guild – Promotion of the developing craft beer scene through Brew Nebraska radio ads, videos, and passport program.

Nebraska Game and Parks Commission – Cross-promotion and ticket giveaways help draw visitors to state parks for camping, hiking, etc.

Omaha Convention and Visitors Bureau – Coordination on marketing campaigns and attracting major conferences and events.

Nebraska Heritage Association – Collaborations like joint ad campaigns and interactive history trails promoting cultural attractions.

The Great Platte River Road Archway – prominently featured in Commission marketing to highlight this major monument for those travelling along I-80.

Americruise Voyages – Part of Campaign to promote Nebraska as a river cruise destination. Coordinated 6 cruise itineraries on the Missouri River since 2021.

These partnerships expand the Commission’s reach and allow for amplified tourism promotion through the sharing of resources.

Emerging Types of Tourism to Watch

Nebraska’s wide-open spaces, unique landscapes, and geniune hospitality provide opportunities to capture new forms of travel that are rising in popularity:

Astro-tourism – Nebraska’s dark night skies make it an optimal destination for stargazing events and astronomy retreats. The Commission promotes astro-festivals and solar eclipse viewing parties.

Eco-tourism – Nature retreats focused on sustainability are a growing niche. The Commission partners with sustainable ranches and lodges providing hands-on conservation experiences.

Food tourism – From wine trails to farm-to-table restaurants to artisanal food producers, culinary tourism provides growth opportunities.

Heritage and cultural tourism – Interest in unique local cultures, traditions, and histories continues rising. Commission marketing showcases native festivals, quaint ethnic enclaves, museums, etc.

LGBTQ+ travel – Nebraska provides a friendly and safe destination for LGBTQ visitors. The Commission partners with LGBTQ media outlets and sponsors inclusive events.

Capturing these emerging travel markets can help expand tourism during the off-season while showcasing Nebraska’s diverse offerings.

Conclusion: Why Tourism Matters to Nebraska’s Future

As Nebraska’s third largest industry, tourism provides crucial economic benefits and growth opportunities across the state. The Nebraska Tourism Commission’s marketing initiatives, impactful partnerships, and visionary leadership have played an integral role in driving visitor numbers and revenue over the past five decades.

While challenges inevitably arise, the Commission has proven itself responsive, creative, and passionate about promoting tourism for the prosperity of communities statewide. In the years ahead, Nebraska is well-poised to continue capitalizing on emerging travel trends and further establishing itself as a premier Midwestern destination.

With the Commission’s continued efforts to showcase the state’s genuine hospitality, wealth of natural beauty, and abundance of exciting experiences, the future looks bright for tourism in Nebraska. Visitors will keep discovering why Nebraska makes the perfect vacation destination.

FAQs about Nebraska Tourism Commission:

Q: What does the Nebraska Tourism Commission offer to travelers? A: The Nebraska Tourism Commission opens doors to diverse attractions, showcasing the Midwest’s cultural gems and natural wonders for an enriching travel experience.

Q: Are there unique destinations highlighted by the Nebraska Tourism Commission? A: Absolutely! From vibrant landscapes to cultural hotspots, the Commission spotlights a variety of unique destinations, ensuring every traveler finds something special.

Q: How can I plan my trip using the information provided by the Nebraska Tourism Commission? A: The Commission provides comprehensive insights into Nebraska’s attractions, making trip planning a breeze. Explore their resources to tailor your journey to your preferences.

Q: What makes Nebraska a must-visit destination according to the Tourism Commission? A: Nebraska’s charm lies in its diverse offerings, ranging from scenic beauty to cultural richness. The Tourism Commission emphasizes the state’s unique appeal, making it a compelling destination for all types of travelers.

Q: Is there a community or social aspect promoted by the Nebraska Tourism Commission? A: Absolutely! The Commission fosters a sense of community among travelers by encouraging shared experiences. Engage with fellow explorers, share tips, and make the most of your Nebraska adventure.